Ben Rodwell's A2 Media blog

In order to create a coherent brand identity for 'Bad Sounds' (the band I had chosen), synergy needed to be apparent between my music video, my CD panels and my advert. I feel that all three of my products are clearly linked both visually and thematically as a result of specific design and layout choices.

My CD cover uses a bold colour scheme
and portrayal of someones face
to create metaphorical meanings
as well as a link to the music video

Screenshot from my music video

There is a clear visual link between my print productions and my music video. The most obvious visual link between music video and print productions is the face paint used on the main character in my music video and the editing style applied to the photograph on the CD cover. The strong contrast between light and dark on the faces of the music video and print productions respectively create a readable and coherent link. While the placement of the two colours is not identical on both faces, the repetition of strong contrasting black and whites on both is enough to show an obvious stylistic link between the two. As well as this, the metaphorical significance of the portrayal of the faces having light and dark sides reinforces the theme of duality which runs through music video and print productions. The dark is representing the bad and the white is representing the good. By using both colours on one face it implies that everyone has both good and bad personalities within them. Additionally the repetition of this technique acts almost like a motif throughout the productions, giving the band a unique signifier or symbol. Building upon this the repetition of the dark grey colour scheme throughout my print productions further reinforces a coherent synergy between my productions. By using a dark grey background in my back and front CD panels as well as my advert, it is clear to audiences that they all belong to one release and band. The use of this dark grey background in combination with the white font further reinforces the thematic link between the products via the inferred reference to duality. I feel that by using a similar colour scheme throughout both my music idea and print productions, a clear and coherent link is created which audiences can instantly read and understand. In addition to this, by using this colour scheme to portray the faces of the main characters in both productions in a certain way, the main theme of duality of all of the productions are linked and effectively portrayed.

The logo creates an interesting visual style,
provides an effective symbol for the band's brand and links
to the theme of duality

The repetition of the font and logo throughout my print productions again creates a strong visual link between them. I used the logo on all the CD panels as well as on the advert to reinforce and establish the logo to the audience. I decided to use an edited and original font as the logo for my band as I thought that not only was it visually interesting but also it provided a clear and recognisable brand for the band. By using an inverted font, the logo also creates a thematic link to the music video's theme of duality; there are two sides to the font and only one of them is being shown. The combination of a distinctive font with the logo of the band also helps create the minimalist look of the front cover as there are
fewer items on the front cover. I feel that by creating a distinctive logo and then using that logo across all of the print productions, a very strong and coherent connection is made between them. All the pieces have been branded by the logo and are therefore clearly part of Bad Sound's release. The logo helps bind all of the pieces together and as well as this establishes the bands identity and brand.

The small font used on my advert for
the quote is repeated on my CD panels to
create a coherent link

In addition to this the use of the same font throughout all of the print productions again establishes a clear visual connection between them all. I used the font 'FFF' for all of the small font on the CD panels (such as the track listing and small print) and on the advert (for the quotes). I chose FFF as although it was a bold, sans serif font, it was also recognisable and original and so effectively created the link between the print productions., Had I used a common font such as Times New Roman, audiences would not necessarily assume that the pieces are connected because so many things use this font. However by using the same, original font across the productions audiences will understand that the productions are all linked. The font is effective at creating a link between the productions because of its originality and because of identifiable it is.

Finally, the visual links created by the colour scheme and the composition of the photos furthermore establish a thematic link between the print productions and the music video. The contrasting dark and light colour schemes used on the CD panels and the advert and the face paint in the music video establish the theme of duality between the two products. The direct contrast between the dark and the light link with the portrayal of internal conflict between the good and the bad personalities of one person; the dark representing the bad and the light representing the good. While the visual style creates a strong and obvious link between all productions, the thematic link is more subtle and will appeal to audiences who are looking for metaphorical messages in the productions. By referencing the narrative of the music video in the colour scheme of the print productions, a coherent and sophisticated link is created which I feel will appeal to my target audience. As Bad Sounds music is creative and original I feel audiences who like their music will also appreciate the complex and metaphorical thematic link between my productions.

Theorists

Levi Strauss' theory of binary opposition could be effectively applied to thematic link between my music video and print productions. Strauss stated that humans invent opposites as a way of understanding and categorising the world we live in. For example, Strauss would state that we understand the meaning of 'rich' because of our understanding of 'poor'. Other examples of binary opposites are hot/cold, men/women, black/white and good/evil.This last example is especially present in the thematic link between my productions. As well as the clear visual links, the theme of duality or inner conflict between your good and bad sides links my productions. Strauss would state that I am binary opposing someones 'good' side with their 'bad'. The audience will quickly understand this binary opposition and furthermore my productions as a whole as the opposition is a traditional one used in media; a huge majority of films use the opposition of good and bad and their conflict as a central narrative. This is because it is accessible to all audiences. By repeating this binary opposition in both my productions, I have strengthened the coherent link between them.

In addition to this, Barthes' media theories could be applied to my productions. Barthes stated that narratives are made up of codes such as enigma codes and action codes which help engage with the audience. Furthermore there are two types of texts: closed and open. Closed texts have a specific meaning where as open texts have multiple, ambiguous interpretations. The repetition of codes in both my productions as well as the open nature of my texts helps establish a strong link between them. For instance both of my texts use an enigma code to maintain audiences attention and engage with them. The use of close up, heavily edited photos in my print productions makes the audience question who or even what the photo is of and in y music video, the face paint of the main character mirrors this. By creating a sense of enigma in both productions, the audiences are drawn in and engaged as they try to resolve the questions they have. In addition to this both of my productions are open meaning they don't have a set interpretation. Instead they are more ambiguous allowing audiences to draw their own conclusions. By creating two texts that are both open to interpretation and use enigmatic codes, I have strengthened the link between them.

Conclusion

In conclusion visual links are created between my media texts through the repetition of the colour scheme, the similarity in the composition of the photos, through the repetition of the logo and through the use of the same font throughout. Furthermore these visual links also help establish a thematic link between my pieces; the dark and light colour scheme establish the theme of duality in my print productions which links to the metaphorical narrative
of my music video